Dairy supplier’s survey suggests confusion among consumers and calls for government clarity
Policymakers must work with the food industry, NGOs and health professionals to provide the public with a clear definition of healthy food and end consumer confusion, a major food supplier has claimed.
Danone North Europe made its call as the government prepares to consult on widening the scope of foods considered high in fat, salt and sugar (HFSS). It comes on the back of research from Danone’s inaugural report, Consumed: Nutritional Behaviour Index, which reveals widespread uncertainty among consumers about what defines food as ‘healthy’.
The study of 5,000 UK adults and 200 dietitians and nutritionists reveals two thirds (66 per cent) of consumers want the government to take a more active role in supporting healthier food choices.
The majority of dietitians and nutritionists (91 per cent) agree consumers are “overwhelmed” by conflicting nutrition information. This is most concerning for Gen Z, who use TikTok as their primary source of health and nutrition information (19 per cent), despite only 18 per cent of them trusting the platform.
The findings highlight a growing need for clarity as the government considers further changes to the UK’s nutrition classification system, according to Danone.
The diary giant argued that making changes now will only exacerbate consumer confusion and undermine years of industry reformulation efforts by reclassifying everyday products such as fruit yogurts and bran cereals from ‘healthy’ to ‘unhealthy’, despite their nutritional value.
Key purchase drivers
When choosing foods, price is one of most important factors in purchasing decisions, alongside high levels of sugar (30 per cent), salt (24 per cent) and fat (22 per cent). Some two thirds of consumers (64 per cent) support reformulation efforts.
James Mayer, president of Danone North Europe, said: “While the NHS 10-year plan rightly places a greater emphasis on the link between good nutrition and better health outcomes, we’re concerned other recent policy proposals, once implemented, may add to consumer confusion.
“Industry has invested heavily in product reformulation – reducing fat, salt, and sugar to offer consumers healthier choices at the checkout. If those same products are suddenly reclassified as ‘unhealthy’, it undermines that effort and sends mixed messages to consumers.
“We encourage the government to work with industry, NGOs and health professionals to ensure current and future policies build on progress, not slow it down it.”
The processing paradox
Danone argues that terminology such as ‘UPF’ (Ultra Processed Food) is confusing consumers. Although the term is widely used by media and influencers, there is no universally agreed definition, Danone said, and it is “not a basis for government policy”. The overwhelming majority of dietitians and nutritionists surveyed (88 per cent) say that most people don’t understand what UPFs are.
While 72 per cent of consumers view processed foods as unhealthy, and half (47 per cent) actively avoid them, 45 per cent still seek products with added benefits such as protein or fibre, which require some level of processing.
Niamh Brannelly, head of nutrition and science communication at Danone, added: “Focusing on the amount of processing, rather than a product’s nutritional value, is creating unnecessary confusion. Products enriched with fibre, protein, vitamins, and minerals play an important role in a balanced diet and shouldn’t be categorised as ‘unhealthy’ alongside those high in added fats and sugars.
“By not providing clear and consistent advice grounded in nutritional value, we risk making it harder for consumers to make healthier choices. It is important that we work across industry to deliver policy and advice that makes it easy for consumers to distinguish healthier foods.”
